Google AdWords, which has long since enjoyed the lion’s share of the pay per click (PPC) market, is facing renewed competition for advertisers from Bing.

Called Unified Device Targeting or UDT for short, the upgrade is the latest in a series of moves by Bing Ads to catch up to its Google rival. It follows changes rolled out by Google as part of its Enhanced Campaigns upgrades which also saw changes made to AdWords device targeting options for advertisers.

Confirming the launch of UDT, Bing said in a statement, “As of March 23, 2015, we’ll take further steps to unify device targeting by combining smartphone campaigns with PC/tablet-targeted campaigns. Once this change is rolled out, we will be in full structural alignment between how ad campaigns are managed in Google’s AdWords and in Bing Ads — barring any changes in Google’s AdWords.”

The new Bing device targeting option allows advertisers to select the types of device they want their adverts to show on. Options now include mobile, desktop and tablets. For advertisers spending their PPC budget on Bing, the UDT migration officially completes today, 27 March.

Thanks to the upgraded device targeting, all campaigns will target smartphones. That means campaigns set up to target tablets and PCs will now automatically target mobiles too, unless manually changed.

The roll out is expected to have some implications for advertisers, who could potentially end up with a number of duplicated keywords across any number of campaigns. Campaigns previously set up to target PCs for example will automatically now target smartphones too. If those same keywords were already set up as part of a separate mobile device campaign, a duplicate will now exist.